Virtual Concepts

June 18, 2009

Fourteen months ago I wrote a very popular report called "Will Apple Open a Store in Second Life?" which was based on Apple's patent application titled "Enhancing Online Shopping Atmosphere." In it I presented evidence of Apple's first look into creating an online retail-social environment for avatars. Today, we see Apple wildly advancing their technology on this front in respect to direct human-to-avatar expressions. When your head will turn right to left, so will your avatars in realtime. The technology takes advantage of Apple's built-in iSight camera through a process described in the patent in which the camera sets your face up as a profile that replaces the mouse. As an avatar, your three-dimensional head is tracked by the video camera using motion vectors, which gives you the ability to move in six degrees of freedom, including up, down, left, right, backward, forward and free rotation etc. The avatar representation can be broadly applied in computer technology, whether in the form of a three-dimensional model used in computer games, a two-dimensional icon (picture) used on Internet forums or chatting websites.

April 18, 2008

On April 17, 2008, the US Patent & Trademark Office published Apple's patent application titled "Enhancing Online Shopping Atmosphere." Apple's patent generally relates to improving the experiences that online-shoppers may have at an online Apple Store, sometime in the future. While Apple points to the obvious advantages of shopping online, such as being continuously open for business 24/7, allowing consumers to quickly use search functions to find multiple items and of course the best of all, never having to leave the house to shop. However, Apple acknowledges that they have a long way to go before delivering a more interactive experience that could match that found in the real world. Apple's patent points out that "one drawback of online shopping is that the experience can feel sterile and isolating. Customers in such an environment may be less likely to have positive feelings about the online shopping experience, may be less inclined to engage in the online equivalent of window shopping (e.g., will not linger in front of a display), and may ultimately spend less money than their counterparts who shop in physical stores."